According to Apple, the iAd network reaches millions of iPhone and iPod touch users around the world, and is a highly desirable audience for advertisers. Payment for the ads takes place directly through iTunes Connect, Apple's iTunes publishing portal, with developers keeping 60 per cent of all revenues.

BI adds: "An Apple rep did not comment, but has not denied that Adidas has pulled out of the iAd program. (And, to be sure, perhaps Adidas had really lame ideas, and Apple was right to reject them.) Adidas did not respond to our request for comment."